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State of the Screens

“Nielsen ONE” Intends To Be A Measurement For All

By December 17, 2020November 15th, 2021No Comments

Big news: Nielsen made another major announcement with the introduction of Nielsen ONE, which they describe as “the holy grail of measurement.”

Big question #1: What is Nielsen ONE?

Quick answer: Nielsen One is their next-generation cross-screen measurement system meant to eventually replace Total Audience Measurement, which launched 5 years ago.

Why this matters: The US video ad market is $100B+, but linear TV’s share of that continues to decline.  Solving the entire puzzle is a top priority for marketers and networks alike.

Flashback: Nielsen Addresses Measurement Gap With ‘Biggest Change In a Decade’

Key details for Nielsen ONE:

1) Preview of data begins in 2021
2) Soft launch of measurement in 2022-Q4
3) Replacement of current system in 2024-Q4

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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